11 singular Singles’ Day ideas for doubly good social media campaigns in 2022

    11 singular Singles’ Day ideas for doubly good social media campaigns in 2022

    What’s the biggest shopping event you’ve never heard of?  Hang on a moment, let’s back up a bit. What’s the biggest shopping event in the wor...

    What’s the biggest shopping event you’ve never heard of? 

    Hang on a moment, let’s back up a bit. What’s the biggest shopping event in the world, period

    Black Friday? Cyber Monday? Black Friday and Cyber Monday combined?

    They don’t even come close.

    Singles’ Day — or Double 11 Day as it’s often known — is the most lucrative date on the global retail calendar. Hands down.

    Put it this way: You might think Amazon rakes in an insane amount of money through its Amazon Prime Day. $10.4 billion in 2020 says you’re not wrong. 

    But that same year, Chinese e-commerce giant Alibaba outperformed Amazon by more than 7 times, pulling in $74.1 billion during Singles’ Day. 

    So how can your brand look to cash in on Singles’ Day in 2022?

    In this blog post, we’ll run you through 11 tips and tricks to help you plan your Singles’ Day campaign.

    But first…

    What is Singles’ Day?

    Singles’ Day began in China, where it’s celebrated on November 11. People who are not in relationships treat themselves to gifts. 

    It’s thought to have been first celebrated as a kind of anti-Valentine’s Day back in 1993. Four male students at China’s Nanjing University planned a day of events and celebrations in honor of being single.

    The date was chosen because 11/11 represents 4 single men standing together. (The numeral 1 looks like a bare stick, which in Chinese internet slang means an unmarried man who does not “add branches” to the family tree.)

    The activities soon spread to other universities, appealing to both men and women. And then in 2009, Alibaba brought the day into the limelight by using it as an epic 24-hour online shopping event.

    Now, Singles’ Day is celebrated in other countries in Southeast Asia and is steadily capturing the attention of Western audiences. 

    Staggering revenue growth

    To give you some idea of the stratospheric revenue growth for Singles’ Day YoY (year over year), in 2009 Alibaba pulled in a not-too-shabby $7 million. 

    Fast-forward to 2019 and that figure had risen to $38.4 billion. A year later it had practically doubled, and in 2021 it reached a staggering $84.54 billion.

    Remember, that’s just for one retailer, albeit China’s largest e-commerce super-player.

    Planning your Singles’ Day campaign

    Double 11 Day is all about fast sales. So here come 11 Singles’ Day marketing ideas — at the double! 

    (You weren’t expecting any other number, were you? 😃)

    I. Singles’ Day marketing themes

    Our first set of ideas is all about the emotions you can speak to with your advertising and promotions. 

    1. Celebrating singlehood 🎉

    This isn’t a time for wallowing in loneliness. It’s a time for celebrating individuals. A time for embracing all the good things that make you you

    “I’m good, I don’t need no one else. I got me, myself, and I!” 

    2. Self-love 💖

    Arguably, there’s nothing more empowering than self-care and wellness. And on Double 11 Day, now’s the time to double down on that.

    3. #TreatYourself 🎁

    Everyone needs a little pampering once in a while. So encourage your audience (single or not) to take the time to indulge themselves. 

    “Because no one knows what you want as well as you do.”

    4. Party for one 🎈

    Whether it’s solo dining, treating yourself to a night at the movies, or luxuriating in a bubble bath with a glass of bubbly, spending quality time on your own can be priceless. 

    5. Celebrating friendships 🙏

    Just because you’re not part of a couple doesn’t mean you’re on your own. 

    Singles’ Day is a time for not only being a good friend to yourself but also for recognizing the good friends in your life. 

    II. Successful Singles’ Day strategies

    If you want to make a splash on Singles’ Day, it helps to know how successful brands have been making waves in previous years.

    First up though, you need to make sure you’re marketing in the right place.

    6. Use the platforms your audience is on 📱

    If there’s a broad age range of singles in your target market, a Facebook ad will be a good bet. 

    But if you’re targeting Gen Z and millennials, you’re likely to find more success with TikTok, Instagram Reels, or Snapchat.

    7. Livestreaming 🎥

    Livestreamed events are massively popular during Singles’ Day and a great way to generate sales. For instance, if you’re a clothing brand, you could host a live fashion show, like Alibaba does with its “See Now, Buy Now” show.

    Other events you could live stream include:

    • Q&As
    • Launching an event
    • A countdown to a sale
    • New product announcements
    • And previewing Singles’ Day collections

    8. Gamification 🎮

    Gamifying shopping is another hugely successful tactic used by brands during Singles’ Day. It enriches the online experience and turbocharges excitement.

    For example, consumers play Alibaba’s interactive games to unlock special offers or win rewards in the form of discounts and coupons.

    III. Singles’ Day promotions

    Discounts, free delivery, buy one get one free. There are lots of things you can do to promote your products around Singles’ Day. Here are a few of our favorite ways of creating a buzz.

    9. Time-limited coupons 🎫

    By adding time limits to your coupons or only issuing a limited number of coupons, you can add some tension to your promotions and take advantage of the scarcity principle.

    10. Giveaways 🎁

    Giveaways are a fantastic way to boost your brand’s visibility and social media engagement. 

    Comment-based giveaways work well on Instagram. For instance, you might ask people to comment on what their favorite thing is about being single. 

    Twitter giveaways can also increase your brand exposure and they offer you a lot of flexibility when it comes to entry requirements.

    11. Attention-grabbing designs 🎨

    Remember to make your promotion posts and coupons stand out by creating eye-catching visuals. 

    Need some help with that? We’ve got you covered, with hundreds of singular designs.

    Funny illustration about Sock that is looking for Soulmate Twitter Design Template

    Explore more VistaCreate templates to singlehandedly create dozens of outstanding Singles Day designs!

    Final thoughts

    Singles’ Day looks set to carry on growing. And with such colossal sales in recent years, it’s easy to see why businesses might want to get involved.

    But remember, 11/11 coincides with memorial days, such as Veterans Day in the US and Remembrance Day in many countries. 

    So be sensitive to that. 

    And also be mindful that relationships and breakups are potentially sensitive subjects. So take some time to get your tone of voice right before launching your campaign.

    Good luck and happy Singles’ Day 2022 when it comes around!

    VistaCreate Team

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